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EU Sees Major Gambling Brands Ads Halved on IPR-Infringing Sites in 2021
The European Gaming and Betting Association (EGBA) has welcomed the 55% decrease in advertising from major gambling brands in the EU being placed on websites which infringe upon intellectual property rights.
The reduction was reported by the European Union’s Intellection Property Office (EUIPO) in a new study. The study found, during 2021, advertising from major gambling brands – including EGBA members – had decreased by 55% on IPR-infringing websites in the EU, despite overall advertising from all sectors increasing by 26%.
The study analysed the amount and type of online advertising found on IPR-infringing websites and apps in the EU, such as streaming sites for sports, movies or TV shows. These websites and apps generate revenue by selling advertising space and, according to EUIPO, advertising from legitimate brands can be placed on these websites or apps unintentionally because of the “very complex internet advertising ecosystem”.
According to EUIPO, the presence of advertising for brands on IPR-infringing websites and apps “can confuse consumers and mislead them” to believe that the content provided on these sites is legal.
On IPR-infringing websites, EUIPO found a significant 55% decrease – from 18% in Q1 to 8% in Q4 – in major gambling brand advertising during 2021, which follows a previous 20% decrease in 2020. The study also found that, in 2021, advertising from all gambling brands – including major brands and other brands – had decreased marginally on IPR-infringing websites, from 28% in Q1 to 25% in Q4. In terms of mobile apps, gambling accounted for less than 1% of advertising impressions for apps.
The EGBA welcomed the progress made in recent years to reduce the placement of advertising from major gambling brands, including EGBA members, on IPR-infringing websites and apps. However, EGBA recognised that, with gambling representing 25% of advertising impressions on IPR-infringing websites, there is still more work to be done by the entire gambling sector to ensure its advertising does not support IPR-infringing online content.
In recent years, the trade association has worked closely with the European Commission and various cross-industry stakeholders at EU-level within the framework of a memorandum of understanding (MoU) which aims to limit IPR-infringing online advertising. The MoU is a voluntary agreement facilitated and coordinated by the European Commission, and is open to all partners. EGBA encouraged gambling operators to join the association and its members “in signing up to the MoU and its aims.”
“I’m pleased to see consistent and significant, year-on-year progress by Europe’s major gambling brands, including our members, to reduce the placement of advertising on IPR-infringing websites and apps. But there is still more work to do, and we encourage Europe’s gambling operators, and their advertising affiliates, to play their part by ensuring their advertising, and its placement, is conducted in a responsible way. We look forward to continuing our cooperation with the European Commission and other stakeholders, at EU-level, to reduce IPR-infringing online advertising,” Maarten Haijer, Secretary-General of EGBA, said.
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Million Games is pleased to announce the release of Million Mine, a strategic, grid-based casino game inspired by the beloved mechanics of minesweeper. Offering a modern update to the classic format, Million Mine lets players select their difficulty, uncover hidden diamonds, and cash out before disaster strikes.
The game features:
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Customisable grid sizes from 3×3 to 7×7
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Mines selection from 3 to 24 for adjustable volatility
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Instant cashout after any successful pick
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A 96.3% RTP and a high multiplier ceiling
Each tile revealed adds tension and reward, making Million Mine a fast-paced, strategic game of choice and nerve.
“Million Mine is deceptively simple—but a great player experience,” said Thomas Nimstad, CEO of Million Games. “It’s familiar, clean, and highly customisable. We see it becoming a favourite for both casual players and high-stakes explorers.”
Million Mine is now available across all Million Games partner platforms.
The post Million Games Launches Million Mine – A Strategic Grid Game Inspired by a Classic appeared first on European Gaming Industry News.
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ReferOn Shortlisted for Acquisition & Retention Partner of the Year at SBC Lisbon 2025
ReferOn, a next-gen affiliate management platform, has officially been nominated for the “Acquisition & Retention Partner (Supplier)” category at SBC Lisbon 2025, cementing its position as a key partner for operators and affiliate teams.
This shortlisting highlights the platform’s rapid growth in 2025 due to its developments that address real problems affiliate managers face, a passionate product-minded team, and ambitious plans to empower users in the affiliate marketing industry.
ReferOn challenges legacy platforms by creating a simple and accessible system built for modern needs and placing affiliate marketing at the forefront of growth strategy. Key features such as full-cycle automation, customisable dashboards and reports in pivot-style format, instant postbacks, and real-time data visibility reduce chaos and bring clarity to operations, ultimately boosting performance. Additionally, powerful tools like the Sub-Affiliate System, No Bundling Model, and dynamic variables provide managers with increased control.
Vlad Bondarenko, ReferOn’s Head of Product, commented on the nomination, “Acquisition and retention aren’t just buzzwords to keep affiliates happy. They’re real benchmarks that help our users drive growth and scale. The ReferOn team has proudly built a platform that gives affiliate managers real control, clarity, and speed over their operations to help achieve their
goals. This nomination reflects our efforts and how far we’ve come regarding pushing the industry forward and challenging the status quo.”
The nomination for the “Acquisition & Retention Partner (Supplier)” category bolsters ReferOn’s roadmap and growth trajectory. Going forward, the team will continue to invest in impactful product developments and customer-facing services to become the leading platform for affiliate managers.
Key ReferOn members will be in attendance at the SBC Lisbon Awards 2025 ceremony on September 18 for a night celebrating excellence and innovation.
The post ReferOn Shortlisted for Acquisition & Retention Partner of the Year at SBC Lisbon 2025 appeared first on European Gaming Industry News.
This text contains puns. Reader discretion is advised.
“Dragon’s Diamonds” is now live, a fang-tastic 6×5 new scatter-pays slot from the Berlin-based developer Hölle Games with wins of up to 12,000x.
Unlike the miserly reputation they’re known for (a tall tail), the Hölle Dragon is a generous beast (with a fiery personality). With every matching cluster that lands, the Dragon will breathe flames onto the reels – removing winning symbols and allowing more to fall into place. There is no limit to the number of potential cascades that can occur here, so lucky players can quickly scale-up their hoard of wins.
Plus, hitting 4 or more scatters to enter the Free Spins will unlock the Feature Multiplier, which cumulates all Multiplier wins across the entirety of the Free Spins. Re-triggers can be clawed out too, with only 3 scatters needed.
For any players who find the base game is dragon-on, there is the Stake Boost feature, which increases the chances of hitting the Feature for a slightly higher stake, or also the option of directly entering Free Spins via the Feature Buy. That’s no fire-drill!
The game is now available for MGA with other territories winging it this way soon.
The post SHINE ON DRAGON’S DIAMONDS appeared first on European Gaming Industry News.
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